What are the expectations of the French for beauty products? Which cosmetic, skincare or make-up do they prefer? Some brands manage to slip into the top positions of the podium thanks to a strong identity that consumers like. Alioze has summarized for you various rankings of the French people’s favorite beauty brands.
The number one beauty company in France
Beauty platform Cosmetify compared around 200 brands worldwide, taking into account various factors. For example, social network performance and engagement as well as Google searches are taken into account. It is Yves Rocher that takes first place in France and in many other countries around the world. Yves Rocher is present in 88 countries and has more than 650 stores in France. The success of the Breton brand is based on several characteristics: its very good quality-price ratio, its loyalty policy appreciated by customers and its positioning as a brand that respects nature. This success is confirmed by the Kantar Worldpanel study, which reveals that 40% of respondents have a positive opinion of this beauty company and 30% are regular customers.
As for the male clientele, they have a soft spot for Lush, which takes first place on the podium. Indeed, 26.9% of its clientele is male. This is followed by L’Occitane with 25.1% of male customers and the Body Shop with 14.6%.
Millennials’ favorite beauty brands
According to Cosmetify, if we focus solely on millennial consumers, Sephora beats Yves Rocher. Indeed, the cosmetics store has a loyal clientele who buy regularly and whose average basket is higher than at Yves Rocher. For the younger crowd, Kiko and Lush are also very well positioned. It should be noted that the 26-30 year old category is more oriented towards DIY and prefers to buy from Aroma-Zone.
Another survey of 80,000 young users of the Joko app (18-30 years old) confirms this ranking of millennials’ favorite beauty brands. Sephora is indeed popular with 22-25 year olds.
Here are the market share figures for beauty companies among young people:
- For general retailers, the top 5 are Sephora (57.3%), Yves Rocher (19.6%), Nocibé (14.4%), Marionnaud (6.9%) and Beauty Success (1.8%).
- The top 3 makeup brands are Kiko (58.3%), M-A-C (35.7%) and NYX (6%).
- The top beauty boxes are: Birchbox (51.7%), MyLittleBox (19.5%), BIOTYfull BOX (17.7%) and Beautiful Box (11.1%).
Top 3 body care brands
In the body care category, Yves Rocher remains the most loved brand.
The Body Shop is not only appreciated by men and takes the second place. Since the 1970s, the brand has been committed to a fair trade approach, which was rare at the time. As an animal rights activist, she succeeded in banning animal testing in Europe. This commitment has been excellent in terms of marketing and has made the brand shine around the world.
Dove is the third favorite skincare brand of the French. An American, she has completely renewed the communication of the beauty sector by addressing women with simplicity and naturalness. She democratized the image of “real” female beauty and challenged the archetypes promoted by magazines and the media. Since the 2000s, the company has been reaching out to all women by showcasing “normal” bodies in its advertising. This speech was a real success and is still very popular with consumers.
The best face care brands
Clinique, the brand born from the collaboration between a dermatologist and a journalist, has positioned itself as a specialist in skin care products adapted to different skin types. Its beauty products are not only seen as wellness products, but with a real added value. It is considered the best brand of facial care.
Next is Estée Lauder, which was founded by beautician Josephine Ester Mentzer in the 1960s. It was a great success from the start.
Finally, Glossier, a much more recent and connected company, has made a name for itself thanks to the creation of a website that allows everyone to share their favourite products.
The make-up brands adored by the French
Maybelline New York and its flagship product, the well-known concealer that helps to conceal fatigue, are no longer in the news.
The number 2 make-up brand in France is M.A.C Cosmetics. Initially aimed at professionals, the Canadian reference M.A.C. is now a trend-setter thanks to collaborations with key influencers in the beauty and fashion world.
Huda Beauty has taken a considerable place in the hearts of the French. This blogger has become an icon thanks to her social media and beauty content. She has managed to make a name for herself among the greats after doing makeup for the stars. Its very good position is confirmed by the Launchmetrics tool. Through the study of over 100 metrics, Hudabeauty actually holds the top spot in the most influential cosmetics brands category with an estimated Media Impact Value of $426,570,346.
Alioze, a communication agency specialized in beauty, will help you build your brand image.
Sources:
- journaldesfemmes.fr
- elle.fr
- femina.fr
- cosmopolitan.fr
- forbes.com